2. You can only manage what
you can measure.
Peter Drucker
3. Online Marketing Scorecard
YouTube ( Video , Newsletter and
Webcasts)
Twitter ( Micro- Blog and Links)
Facebook (Groups, Events and
Pages)
Linkedin (Groups)
Blogs
Newsletter
Webinar Support
Search Engine Marketing
Search Engine Optimization
Online Collateral (White Papers)
WebSite
Channel Metric Current Previous Days of Growth
Name Metric Metric Updation Rate
Value Value between
Current and
Previous
4. Online Marketing Hierarchy
YouTube ( Video, Newsletter and
Webcasts)
Twitter ( Micro- Blog and Links)
Facebook (Groups, Events and
Pages)
Linkedin (Groups)
Blogs
Newsletter
Webinar Support
Search Engine Marketing
Search Engine Optimization
Online Collateral (White Papers)
WebSite
Channel Metric Current Previous Days of Growth
Name Metric Metric Updation Rate
Value Value between
Current and
Previous
5. Content- YouTube ( Video and Webcasts)
Video Analytics-
My Videos > Insight > Summary (see screenshot)
6. Content- Twitter ( Micro- Blog and Blurbs)
Twitter Analytics and Link Analytics
1) Using TwitAlyzer
7. Content- Twitter ( Micro- Blog and Blurbs)
Twitter Analytics and Link Analytics
2) Using Bit.Ly Analytics for checking traffic to a link
9. LinkedIn
> Contacts > Network Statistics and Micro-Blogging using Twitter-LinkedIn Status Updates
> Group Members -Newsletter
10. LinkedIn
> Contacts > Network Statistics and Micro-Blogging using Twitter-LinkedIn Status Updates
> Group Members -Newsletter
11. Blogs
Blogs are the most visible medium in social media
Aggregation of multiple blogs offers even more visibility.
Blog Analytics is similar to Website Analytics- with an additional
emphasis on Comments, RSS readers, newsletter etc.
12. Blogs
IP Address Level Tracking
for repeat visitors/spammers.
Blog Metrics-
1. Comments /Post,
2. Forwards,
3. RSS feed trend,
4. Views/category or vIews/tag.
5. Number of Incoming Links.
Website Metrics-
1. Average time per visit,
2. number of visitors,
3. bounce rate,
4. location of visitors.
Mostly a time series analysis in terms of statistics.
14. Webinar Analytics
Using custom URL using the ? operator for webinars.
1. Number of final attendees (Feedback for content),
2. Number of Visitors to URLS by advertising /promotional code.
3. Number of Registrations (Is the from for registration adequate/ too big? Design of Registration Page)
4. Number of repeat visitors (IP Address level, email addresses)
5. Revenue and Cost per webinar attendee.
6. Archival content on webinars.
15. Search Engine Marketing Analytics
Using advertising for generating leads by ads.
1. Cost per click from ad to the targeted website.
2. Cost per conversion from click
3. Text ads versus Display Ads Campaigns.
Search Engine Optmization Analytics
Using optimization for generating leads by searches.
1. Rank of Desired Webpage for the keyword.
2. Associated Keywords
3. Growth in Rank
SEO and SEM are a separate class of analytics which are
mostly under utilized or optimized.
16. Online Collateral (Analytics)
Number of Downloads/ Registrations
Number of Leads generated
Cost per Lead
Search Engine Impact of Online Collateral
17. Website
The primary online channel for marketing
Visitor Segments (New and Returning)
Visitor Sources (Direct versus Search Engine)
18. Summing Up : Social Media Report Card
YouTube ( Video , Newsletter and < Views
Webcasts)
Twitter ( Micro- Blog and Links) Followers , ReTweets
Facebook (Groups, Events and Fans, Likes
Pages)
Linkedin (Groups) Members, Discussions
Blogs 1. Subscribers,
2. Comments,
3. Views
Newsletter 1. Subscribers,
2. Opens,
3. Clicks
Webinar Support Cost per Attendee
Search Engine Marketing Cost per Click,Cost per
Conversion
Search Engine Optimization <Rank
Online Collateral (White Papers) < Revenue ,Cost per
Lead
WebSite New vs Returning
Channel Metric Current Previous Days Growth
